Tory Burch Is Going On a Pop- up Tour With Nordstrom
The American designer and luxury retailer launched the pop-up tour in Miami before it heads to Dallas next month.
Tory Burch is hitting the road with Nordstrom via a series of pop-up shops and personal appearances at the retailer's stores in Miami and Dallas.
“Internally we call it the Tory tour,” said Pierre-Yves Roussel, Tory Burch's chief executive officer and husband. “Tory has always been doing it, meeting the customer. People love it, and we love it too, because we learn a lot by just chatting with our customer while being there” added Roussel.
Nordstrom officially kicked off the immersive customer event at the Aventura Mall store on March 8 with a pop-up that will run until March 24, offering customers a chance to view and shop Burch's latest spring collection, which included a selection of ready-to-wear, shoes, accessories and handbags.
“People are very excited to see the evolution of the brand. We have evolved a lot in the last couple of seasons. So, you know, there's been a lot of talk around us, and it's great to see the customer excited with that,” Roussel said.
Customers who spend $400 or more will have the opportunity to meet and have their photo taken with the designer following a live conversation.
“The customer loves these live chats. They love the product and want to learn more about the product they love. They love Tory, what she represents, her journey, how she reinvented herself from a creative standpoint, which is kind of fascinating also, and to hear about what we do for the foundation for women's empowerment, it's really something that really touches on so many different things,” Roussel emphasized.
Burch's pop-up shop will also make a stop in Nordstrom's NorthPark Center mall in Dallas from April 25 through May 12, with Burch appearing for another conversation series and meet-and-greet on April 30.
Nordstrom will also host intimate luncheons for its top customers with
Burch in Miami and Dallas prior to the in-store appearance.
“I consider Tory to be a great and longtime friend. We have had a very successful partnership with the Tory
Burch brand for years, and our customers' enthusiasm for all things Tory are at the center of our plans to host activations and events,” said Pete Nordstrom, president and chief brand officer for Nordstrom.
Her most recent collections have featured sheer skirts, leather bodysuits, hooped hemlines and plunging necklines — uncharacteristically edgy yet elevated styles, just as the brand is celebrating its 20th anniversary. The brand is currently undergoing a renaissance, though fashion insiders have coined it a “Toryssaince.”
“Twenty years sounds so long, but it's so young. We feel like we're really just starting and I have to say our first partner was in 2005 and it was Nordstrom. So when I think about just partnership and being there for each other, I remember doing a roadshow with Pete Nordstrom and we went to different cities. And in a way I've never been more excited about business, I was excited then too but it's a different kind of business,” said Burch.
Burch made an in-person appearance this past Wednesday at the Aventura Mall locale for an in-store conversation with Nordstrom's Fashion Director Rickie De Sole.